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Data & Analytics

Building a BigQuery + Looker stack from scratch

Most founders don't have a data problem — they have a fragmentation problem.

Digiheave Team
9 min read

Most founders don't have a data problem — they have a fragmentation problem. Ad spend lives in one dashboard, revenue in another, and nobody fully trusts either. A simple BigQuery and Looker Studio stack fixes that. Start by piping every source — ad platforms, analytics, CRM, billing — into BigQuery on a schedule. That single warehouse becomes your source of truth.

Model the raw tables into clean, blended views: one row per lead, per customer, per day, with cost and revenue attached. Then build Looker Studio on top for reporting anyone can read. The payoff isn't prettier charts; it's ending the weekly argument about whose number is right. Once every channel reconciles to the same revenue figure, decisions get faster and bolder. Build it once, and every report after that is essentially free.

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